How the Genesis online buying experience is disrupting the car industry

In 2016, consumers bought $1.915 trillion ($1915 billion) worth of products online, said the data website http://www.statista.com. In fact, Canadians consistently outpace other developed nations when it comes to shopping online. Given this demand, it makes sense for Genesis Motors Canada to sell its G80 and G90 luxury performance sedans on the internet.

Canadian luxury car aficionados can configure and buy the G80 or G90 of their dreams online at http://www.genesis.ca. The selection process is simple: The buyer simply choses their preferred exterior colour, interior trim, and high performance V6 or V8 engine; because absolutely everything else that is available on the G80 and G90 comes standard.

In keeping with e-commerce best practices, pre-HST prices for each of these Genesis sedans are clearly spelled out on the web site. “We offer a completely no-hassle, no hidden fees sales approach, where the price you see online is the one you pay – period,” said Chad Heard, senior manager of public relations with Genesis Motors Canada. “Our online pricing is simple, clear, and honest. And we even included five years’ of scheduled maintenance in the price.”

Genesis’ commitment to the e-commerce user experience continues with its approach to financing. The website is able to help buyers arrange financing and finalize paperwork through their web browsers. Customers can do it all on their smartphone, in fact. Then, once the online sale has been finalized, Genesis will deliver their new G80 or G90 directly to them.

The Genesis online sales experience promises prospective car buyers an experience closer to their expectations when buying nearly anything else: a relaxed, low-pressure process that moves at their pace in the comfort of their own home.

In addition, purchasers can do more online at http://www.genesis.ca than just buy a car: Genesis Motors Canada has made it possible to book a test drive online. After the booking has been confirmed, a Genesis staff member will bring either a G80 or G90 directly to the user’s home to try it out.

After-sales service appointments for the G80 or G90 can also be booked at http://www.genesis.ca. “Once you buy a G80 or G90, our people will come to your home to pick it up for scheduled maintenance for the first five years or 100,000 kilometres of ownership,” said Heard. “We’ll bring it back too; all serviced and ready to drive.”

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The Genesis online sales experience is an innovative approach to car buying that suits the brand’s approach to luxury class automotive. For a brand built on a principle of respect for the consumer, it is a natural extension to offer this convenient approach to prospective owners.

The Genesis online buying experience is also in line with the way today’s web-savvy consumers want to buy cars, according to a survey of 10,000 car buyers worldwide by the consulting firm Accenture. They found that 53 percent of buyers would consider buying a new car online, and that 16 percent have already done so.

68 percent also said that free oil changes and maintenance would influence their purchase of a new car; a point Genesis already has covered in the five years/100,000 km scheduled maintenance that is included in the price of a new G80 or G90.

The trend towards online shopping is not new, especially in Canada, but there are still some industries that are slow to adapt to changing consumer expectations. With Genesis Motors Canada’s online buying experience, the automotive industry is taking nascent steps into a digital world that affords its customers a better, more catered experience.

This story was created by Content Works, Postmedia’s commercial content division, on behalf of Genesis.